In a move that further solidifies its presence in the Middle East, Japanese specialty coffee chain % Arabica has opened its inaugural store in Jordan. The new outlet, strategically located in the vibrant Abdali Boulevard in Amman, marks % Arabica’s 45th venture in the Middle East and North Africa (MENA) region, and its 185th globally.
This significant expansion is the result of a strategic partnership with SOHO Middle East, a Dubai-based premium retail group, serving as the franchisee for % Arabica’s foray into Jordan. Inking the franchise agreement in July 2023 not only confined it to Jordan but also included plans to open % Arabica stores across prominent European markets such as France, Germany, Portugal, and Greece.
Jordan now stands as the eighth market for % Arabica in the MENA region, joining the ranks of Kuwait, the UAE, Bahrain, Morocco, Oman, Qatar, and Saudi Arabia. The coffee connoisseurs have built a formidable presence with a total of 17 stores in Kuwait, 16 in the UAE, and an additional 12 across other MENA countries.
The move comes amidst a flourishing branded coffee shop market in Jordan, which boasts over 100 outlets. International players dominate this space, with Starbucks leading the pack with 30 stores, followed by The Coffee Bean & Tea Leaf with six outlets, and the UK’s Costa Coffee with five. However, % Arabica’s entrance is poised to make a distinctive mark, offering a unique blend of Japanese coffee culture in the heart of Amman.
World Coffee Portal’s Project Café Middle East 2023 research underscores the growing trend of international operators in Jordan’s coffee scene. Homegrown competitors like Dimitri’s Coffee and Donuts Factory hold their own, each boasting eight outlets in Amman, while Blue Fig, with three stores and two coffee carts, represents a local force in this caffeinated landscape.
As % Arabica continues to redefine the coffee experience, its partnership with SOHO Middle East paves the way for an exciting chapter of expansion across both the Middle East and Europe, offering discerning coffee enthusiasts a taste of the brand’s unique Japanese-inspired offerings.
SOURCE: The Franchise Talk
